The Marketing Score Blog

Content Marketing World 2014 in Cleveland, Ohio was punctuated by best-of-breed marketers from all over the world sharing information, insights and, at the event’s keynote, a little wisdom from none other than Kevin Spacey.

Last week’s inaugural MarTech conference brought nearly 400 attendees to a sold-out venue in Boston. The conference showed the progress and potentialof a new breed of marketer: the chief marketing technologist.

Our team’s expectations were certainly met. The program included a mix of marketing and tech strategy, how different organizations implement technologies, lessons learned along the way, and growth hacks for making it all work.

“Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide.”

The marketing industry continues to transform at an unprecedented rate. The result?Growing gaps in marketing talent, technology and strategy.

As Dan Lyons (@realdanlyons) reported from Adobe’s 2014 summit for digital marketers: “Adobe claims that 60% of marketers expect their role to change in the next year, and 40% believe they need to reinvent themselves, but only 14% actually know how to do it.”

The future of your business—and your marketing career—depends on your ability to continually adapt. The Marketing Performance Blueprint presents the processes, technologies, and strategies needed to fill marketing gaps and build performance-driven organizations. Step by step, the book shows how to tap into a scientific approach to marketing that can help steer organizations to advance their businesses, exceed ROI expectations, and outperform the competition.

“If you think that marketing is about out-spending and shouting louder than your competition, then The Marketing Performance Blueprint is for you. Roetzer does a phenomenal job of demonstrating the power of just how much marketing, strategy and technology has changed to make brands so much more efficient. If you’re still worrying about likes, friends and followers and not working on the true performance of your marketing spend, you really need to read this book and deploy the thinking of it in your organization. Now.”

The Marketing Performance Blueprint, At A Glance.

At its core, The Marketing Performance Blueprint is a story about the convergence of marketing talent, technology and strategy. Its ten chapters follow the shift in the digital marketing transformation—across talent, technology and performance—then walk readers through a game plan for digital strategy that adapts with the latest.

Download Your Free Chapter:

Commit to a Digital Transformation

To preview what you’ll find within the book, download a free copy of chapter 2—“Commit to Digital Transformation.” Within the chapter, Roetzer discusses the digital transformation imperative, and considers opportunities to overcome the challenges businesses of all sizes face. With the right digital transformation, marketing is intelligent, measureable, and powerful.

Social media has been a part of our business landscape for more than five years now, forever influencing the way companies communicate with customers, market products and services, respond to current events, and share brand stories.

In today’s social world, a company’s brand image—and that of its leadership—are inherently linked. The C-level executives who ignore social media run the risk of allowing others to determine their brand’s accessibility, messaging and visibility.

Deloitte’s recently released report, The New Digital Divide, underscores that digital devices are having a rapidly increasing influence on retail purchase behavior in today’s B2C environment.

The report, based on a national sample of 2,006 consumers, makes clear that retail marketing is at a tipping point—a point where digital channels should no longer be executed in silos, but should be considered as business imperative. Download the full report for details.

This was the Gartner digital team’s second annual report. (We recapped the first here: U.S. Digital Marketing Spend to Increase 9% in 2013.) For context, 2014 findings were based responses from 285 individuals (located in the U.S.) responding on behalf of their entire organizations. Respondents’ average company revenue was $4.4 billion.